Equity stake
We take a position in your business. Our return comes from the equity appreciation we help unlock, not from a monthly retainer.
For brand operators
A transformation team. Skin in the game.
For founders and owners of e-commerce and community businesses ready for a new chapter. We bring operators and an AI platform. We only get paid on the upside we help create.
How we work
We embed. We operate. We take risk with you.
If you are the founder or owner of an e-commerce or community business and you've hit a ceiling that no consultancy has yet cleared, this is the conversation. We deploy inside your operation. Our senior operators join the top of the house. Our AI transformation team ships product and process from week one.
Nothing about the engagement looks like a retained advisory. It looks like a second operating layer that runs on its own AI platform and sits in your board meetings.
Commercial model
We do not take straight consulting fees.
Every engagement gives us upside through ownership, carried interest, or equity and performance comp tied to the sales and profit we help unlock. Our incentive is your outcome. No base retainer. No time-and-materials invoice.
Three structures
Three ways to align, depending on the business.
We pick the structure that best fits the stage, the cap table and the outcome the founder wants. Not an offer; a general description. Exact terms discussed under NDA.
Performance compensation
Where equity is not appropriate, we structure performance-linked payments tied to specific sales and profit uplift against a signed baseline. No base fee.
Earn-in or buyout option
For the right founder, we can build toward an earn-in or acquisition pathway. You run the business with us; you choose whether we eventually take it on fully.
The playbook
Three phases applied to your business.
Phase 01
Discovery
Forensic pass on your P&L, customer cohorts and operating data. Four to six weeks. You see the business the way we see it before anything else moves.
Phase 02
Steady the Ship
Stabilisation. Cash, stock, pricing and org. The 90-day fix list. Middle-management and admin overhead replaced where the economics support it.
Phase 03
Fix the Proposition
Brand, product and go-to-market rebuilt with our AI transformation team embedded. Identity-driven customer journeys and tiered monetisation replace transactional funnels.
Operator track record
Built, scaled and exited by the team.
Every outcome below was led by someone now on the CognitionHub leadership team.
Confetti
One of Europe's first content, community and commerce operations. Andrew co-built it before the category had a name.
Sweatband.com
£20m e-commerce. Sold to Dyaco in 2021.
AffiliateFuture
UK affiliate marketing. Acquired by GlobalData.
IBG
Digital advertising. IPO in 2000.
M.i.h Jeans
Premium denim. $30m+ global sales.
UNTUCKit
Menswear retail. International expansion.